MARKETING MANAGEMENT

SUBMITED TOPROF. VIJAY ANAND

BY GROUP 9

PRESENTED BY GROUP 9

•MANISH GUPTA•RAHUL SINGH•RAVINDRA KUMAR•RAHUL CHAWLA•GAURAV KUMAR•SUMIT KUMAR

GROUP MEMBERS

WHAT ARE SERVICES?

The Service Industry Journal defines“Service as any primary or complimentary

activity that dose not directly produce a physical product, that is , the non goods part of the transaction between buyer(customer) and seller(provider).”

Movie As A Service

•The film industry is a clean industry, highly sought-after around the world because it creates meaningful jobs and by its nature, infuses the economy with broad-based spending across a wide spectrum of businesses•Indian cinema commonly known as the BOLLYWOOD is the best place earn revenue

Marketing

INTRODUCTION•RA ONE is an INDIAN movie by the RED CHILLIE PRODUCTOIN and EROS INTERNATIONAL.•This movie was the Idea of SHARUKH KHAN.•This movie had a lead star cast of

• SHAHRUKH KHAN(DUAL ROLE)• KAREENA KAPOOR• ARMAAN VERMA • ARJUN RAMPAL

THE CAST AND CREW OF RA ONE

STORY•The film follows Shekhar (Khan) a game designer living and based in London with his wife (Kapoor) and son (Verma).• Shekhar designed a Motion -sensor based game in which the villain is far more powerful than the hero.• In the process, the villain escapes from the video game and begins to track down the only person ever to defeat him, Lucifer (Verma).•Then Lucifer(Verma) brings to life G ONE(Khan) to defeat RA ONE

Budget•This movie was one of the most costly movie in the Indian history.•The total budget of the movie was about ONE TWENTY CRORES.•The movie has done MARKETING of about FIFTY TWO CRORES for this movie spend by the SPONCERS•Out of this about FIFTEEN CRORES were spend on ONLINE

MARKETING STRATEGY ADOPTED

BY RA ONE

VIDEORa.one has become a benchmark in terms of promotion and marketing - YouTube.mp4

MARKETING STRATEGY•The movie RA ONE have done a lot of marketing through the following ways

• ONLINE MARKETING.• TIE UPS WITH VARIOUS COMPANIES.• PROMOTION AMOUNG KIDS THROUGH

MERCHENDISES AND GAMES. • STARTED MARKETING EVEN BEFORE SHOOTING

STARTED.

ON LINE MARKETING•The movie have spent around 15 crores of rupees on the online marketing strategy•It has it’s own official website with exclusive contents and updates of film.•The movie had tie up with YouTube, Google’s G+ social network.•Tie up with social networking sites like Go Jiyo, Twitter, Facebook.

TIE UP’S•The movie have tied up with about 25 companies like

• Nerolac• HCL• Mc Donald's• Videocon• Nokia• Force India

PROMOTION AMONG KIDS•Shahrukh Khan have marketed a lot amongst kids through various products and merchandises like

• Merchandises• Games• Action Figure• Comics

MERCHANDISESThey promoted the movie through 360 degree marketing by launching various RA ONE merchandises like

• G BALLS• RA ONE FRISBEE• STATIONARY• NOTE BOOKS• WRIST BANDS • AND MANY MORE.

GAMES•The RED CHILLIE ENTERTAINMENT had a tie up with the Sony Computer Entertainment Europe to manufactured and launch a game on RA ONE for the PLAY STATION platform•It was the first of its kind to be done by any Bollywood star

COMICS

•The movie collaborated with UTV INDIA GAMES to develop DIGITAL COMICS based on FILM CHARACTER.

RIGHTS OF MOVIES•The Broadcasting rights of the movie was sold to STAR for about THIRTY TO FOURTY CRORES•The distribution rights for the film in Tamil Nadu and Kerala were bagged by Abirami Ramanathan and Eros International in International market•Audio rights of the movie was taken by T Series

AUDIO RIGHTS OWNED BY T SERIES

BRODCASTING RIGHTS OWNED BY STAR

DISTRIBUTION RIGHTS OWNED BY EROS INTERNATIONAL

RELEASES •The movie was released in 3000 theaters in India•Whereas 500 prints were released in the overseas market•The movie released on the occasion of diwali to attract customers.

CONTESTS•The producers have announced various contests like

• Live gaming contest in association with NVIDIA• Chammak Challo contest in star Television.• Gojiyo contest winner got a chance to meet

Shahrukh Khan in personal• Contest on FACEBOOK and the winner will get A

MOVIE TICKET on the day of release• And many local contest.

MULTI VERSIONS AND MULTI LANGUAGES •The movie was released in various versions of

• 2D• 3D

•The movie was dubbed various languages for the audience

• English• Hindi• Tamil• Telugu

Multi National And National Stars•They have hired AKON an INTERNATIONAL SINGING ICON• Jeffrey Kleiser a renowned HOLLYWOOD effects technician was called for the visual effects in the movie.• Chinese-American actor Tom Wu was called for a supporting role in the movie

MARKETING MIX

7 P’s OF MARKETING

PRODUCT

PRICE

PLACE

PROMOTIONPEOPLE

PROCESS

PHYSICAL EVIDENCE

MARKETING MIX OF RA ONE•PRODUCT:

• They have launched the movie in 2D and 3D versions.• Various languages were used to attract lots of

people.

MARKETING MIX OF RA ONE•PRICE:

• The movie was released with an affordable price so that everyone can watch the movie.

MARKETING MIX OF RA ONEPLACE

• Movie was released in India with3000 prints• In overseas with about 500 prints• It was also released in multi languages like Tamil,

Telgu and English• The movies was released in multiplexes as well as

single screened theatres .

MARKETING MIX OF RA ONEPROMOTION

• It was promoted online through YouTube and Other various Social Networking sites.• 360 degree promotion through merchandise,

games , comic etc

MARKETING MIX OF RA ONEPEOPLE:

• The use of International star as AKON and TOM WU.• Special guest appearance by Bollywood stars like

Sanjay Dutt and Priyanka Chopra.

MARKETING MIX OF RA ONEPROCESS:

• They provided the tickets availability through website• They provided a facility of telephonic booking of

tickets .

MARKETING MIX OF RA ONE•PHYSICAL EVIDENCE

• Big STARS like Shahrukh Khan and Kareena Kapoor were there to attract a lot of audience.• Songs were sung by AKON which attracted an

audience from International and Indian market

CONCLUSIONEven tough the story of the movie was not so good but the marketing strategy followed by the production house and Shahrukh Khan allowed them a lot of revenue even before the release of the movie by selling rights of the movies and they are still earning a lot of revenue by the merchandises they are providing today.

THANK YOU